Franchising is a form of ________.
A) importing
B) tactical alliance
C) licensing
D) joint venture
E) direct investment
Business-to-business marketers who look at the size of firms in terms of total sales or
number of employees are using ________ to segment their market.
A) organizational psychographics
B) organizational demographics
C) organizational culture
D) behavior variables
E) usage variables
The president of a fast growing company that manages retirement communities states
that the degree of caring and individual attention the residents receive is the most
important component of service quality for his company. The president would be most
likely to focus on the results in which of the following dimensions of the SERVQUAL
scale?
A) creativity
B) reliability
C) responsiveness
D) assurance
E) empathy
The opportunities for ________ provided by the Internet have helped many companies
in the financial services area address the problem of the inseparability of services.
A) capacity management
B) disintermediation
C) servicescape management
D) transactional marketing
E) critical incident management
The second step in developing a competitive advantage is to turn a distinctive
competency into a ________ that is important to customers.
A) target market
B) service
C) marketing mix
D) market position
E) differential benefit
When Tony rented a loft apartment where he would live for the summer, he acted as a
________.
A) consumer
B) shareholder
C) producer
D) marketer
E) retailer
Customer satisfaction with a purchase is based on which of the following?
A) how the perceived risk of purchasing the product compares to the actual risk
B) how the actual performance of the product compares to customer expectation of
performance
C) how the product’s brand personality aligns with the customer’s personality
D) the service provided with the purchase
E) the total cost of the purchase
A(n) ________ is an internal corporate communication network that uses Internet
technology to link company departments, employees, and databases.
A) social network
B) affiliate program
C) horizontal user network
D) intranet
E) marketing decision support system
________ are a method for tracking what computer users do at various websites and
which sites they visit.
A) Projective techniques
B) People meters
C) Predictive techniques
D) Cookies
E) Search engines
Through ________ competition, competitors offer different goods and services that
attempt to satisfy the same consumers’ needs and wants.
A) discretionary income
B) product
C) brand
D) monopolistic
E) oligopolistic
________ are measures that marketers can use to watch the performance of their
marketing efforts.
A) Predictive analytics
B) Marketing metrics
C) Marketing controls
D) Touchpoints
E) Data warehouses
Another name for F.O.B. factory pricing is ________ pricing.
A) captive
B) F.O.B destination
C) F.O.B. origin
D) F.O.B. delivered
E) basing-point
On the Internet, price can easily be adjusted to meet changes in the marketplace. This is
called ________.
A) captive pricing
B) dynamic pricing
C) basing-point pricing
D) price bundling
E) freemiums
Which of the following is NOT a function of a point-of-sale (POS) system?
A) collecting sales data
B) connecting directly into a store’s inventory-control system
C) evaluating bids from potential suppliers
D) collecting data on returns and transfers to other stores
E) automatically sending orders to suppliers
Which of the following is a salesperson who works to develop long-term relationships
with particular customers and may hold the title of “account manager”?
A) an order taker
B) an order getter
C) a missionary salesperson
D) a new-business salesperson
E) a technical specialist
Analysis of the external environment of an organization identifies the organization’s
________.
A) strengths and weaknesses
B) strengths and opportunities
C) opportunities and threats
D) weaknesses and threats
E) strengths and threats
Superior image, unique product features, and better service are all examples of
________.
A) brand personalities
B) brand positions
C) perceptual maps
D) competitive advantages
E) customer touchpoints
________ is the managerial decision process that matches the organization’s resources
and capabilities to its market opportunities for long-term growth.
A) Operational planning
B) Strategic planning
C) Portfolio analysis
D) SWOT analysis
E) Marketing planning
________ is the marketing of goods and services that businesses and other
organizations buy for purposes other than personal consumption.
A) Business-to-business marketing
B) Just in time (JIT) marketing
C) Single sourcing
D) Retailing
E) Outsourcing
A telephone call from a salesperson requesting you to purchase a subscription to an
educational magazine designed to help children improve their math skills is an example
of which of the following?
A) direct selling
B) one-way communication
C) direct wholesaling
D) two-way vending
E) e-commerce
Which of the following is true about noncumulative quantity discounts?
A) They encourage large single orders.
B) They encourage a strong relationship between buyer and seller.
C) They are based on a total quantity purchased within a set time period.
D) They typically involve giving the buyer a credit to use against future orders.
E) They encourage small, regularly spaced orders.
Which of the following communication and promotion tools involves establishing
direct connections with customers aimed toward building crucial relationships?
A) personal selling
B) advertising
C) e-commerce
D) publicity
E) m-commerce
A customer got a great haircut at a salon and went back six weeks later to the same
person to get a second haircut. This time, the customer received one of the worst
haircuts of his life. The difference between the two haircuts is due to the ________
characteristic of services.
A) perishability
B) responsiveness
C) personalization
D) variability
E) inseparability
Which of the following is a relatively inexpensive objective measurement that public
relations (PR) specialists can use to gauge the effectiveness of their efforts?
A) personal evaluation of PR activities
B) opinion surveys among the firm’s publics
C) coverage in print and broadcast media
D) gross ratings points (GRP)
E) cost per thousand (CPM)
What type of software links information between selling and buying firms?
A) CRM (customer relationship management)
B) PRM (partner relationship management)
C) TQM (total quality management)
D) PR (public relations)
E) VoIP (Voice-over Internet Protocol)
A manufacturer of toilet tissue sent its brand mascot to help refurbish restrooms at
fairgrounds across the country. As part of this project, each restroom was to provide
fairgoers with a clean oasis featuring aromatherapy, soothing music, constant
maintenance, and premium toilet tissue. Newspaper articles about the company’s role in
making restrooms inviting are an example of ________.
A) corporate advertising
B) a sales promotion
C) media planning
D) publicity
E) sponsorship
A company that compiles and uses large amounts of data to understand its customers is
likely to have a ________ to store and process its data.
A) distribution center
B) data warehouse
C) competitive intelligence center
D) custom research project
E) marketing research department
The “m” in m-commerce stands for ________.
A) market
B) mobile
C) message-oriented
D) millennial
E) marketspace
An Internet company helps other online businesses with handling distribution
bottlenecks, including managing tariffs and exchange rates for international shipping.
This company provides a(n) ________.
A) component service
B) processed product
C) MRO product
D) specialized service
E) MRO service
The ________, a United States regulatory agency, enforces laws and regulations on
foods, drugs, cosmetics, and veterinary products. Marketers of pharmaceuticals must
get approval from this agency before introducing products to the market.
A) Food and Drug Administration
B) Environmental Protection Agency
C) Federal Communications Commission
D) Federal Trade Commission
E) Consumer Product Safety Commission
The break-even point is the point at which ________.
A) the total revenue and total costs lines intersect
B) demand equals supply
C) the production of one more unit will not increase profit
D) the company can pay all of its long-term debt
E) a firm’s profit goal is reached
A severe recession is a depression, a period in which prices fall but there is little
demand because few people have money to spend and many are out of work. This
condition is part of ________.
A) the competitive environment
B) the business cycle
C) the technological environment
D) the legal environment
E) social norms
Since the introduction of the iPhone, a booming market for smartphone applications has
emerged. It is most accurate to say that this new opportunity was created through
changes in the ________ environment.
A) political and legal
B) technological
C) sociocultural
D) economic
E) competitive